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Viagra's Come-Hither Ad Campaign

Pfizer’s come-hither ad tries to put the little blue pill back on top
Viagra's Come-Hither Ad Campaign

A beautiful blonde is lying on a bed. “The setting is perfect,” she coos. She smiles. But then something—or actually, nothing—happens. “You know what, plenty of guys have this issue,” the woman half-whispers in a vaguely European accent. “Not just getting an erection but keeping it.” She suggests buying Viagra.

For more than 15 years, Viagra’s ads have relied on a different cast: gray-haired couples walking hand-in-hand through a field or rugged men throwing a football. But Pfizer’s latest spot, created by New York advertising firm BBDO and featuring Linette Beaumont, a 44-year-old British soap actress, is “definitely a signal change,” says James Othmer, a global creative director at Young & Rubicam and author of the book Adland. “It’s skewed younger and infers a recreational, rather than medicinal, purpose.”